While protein could be found everywhere throughout 2025 in new forms such as water, candy and more (a trend seen at the 2025 NACS Show); fiber is poised to “steal the scene” in 2026, wrote CNBC.

“It’s taken hold on social media, where ‘fibermaxxing’—or the concept of increasing fiber intake through whole foods like fruits and legumes—has seen thousands of posts,” wrote the outlet. “Currently, 90% of women and 97% of men in the U.S. are not meeting their daily fiber requirements.”

“Fiber is finally getting a spotlight, which is a great thing because it’s a nutrient that people need,” said Stephanie Mattucci, principal strategist at food research company Mintel. According to Mattucci, 22% of consumers in the United States said high fiber content was one of their top three important factors when shopping for food, up from 17% in 2021.

Research firm Datassential found that fiber is on track to be the “next big health trend following on the heels of protein” in its 2026 trends report. Of the consumers the firm surveyed, 54% said they are interested in foods and beverages that are high in fiber. That number is even higher—reaching 60% —among members of Generation Z, who are pioneering the “fibermaxxing” trend on social media.

And brands are taking note of this desire for fiber. On an earnings call in October, PepsiCo CEO Ramon Laguarta said fiber was emerging at the forefront of the company’s product goals as it looked ahead to 2026.

“I think fiber will be the next protein,” Laguarta said. “Consumers are starting to understand that fiber is the benefit that they need.”

“In February, the company is going a step farther and plans to launch Smartfood Fiber Pop, featuring six grams of fiber per serving, and SunChips Fiber, incorporating fiber variants like whole grains and black beans,” PepsiCo’s chief science officer, Tara Glasgow, told CNBC.

Earlier this year, Coca-Cola launched its prebiotic soda, Simply Pop, with six grams of prebiotic fiber in five flavors to encourage gut health, while Nestlé unveiled a new protein shake in June with four grams of prebiotic fiber designed specifically to support the digestive health of adults on GLP-1 medications.

Read more about the functional beverage market in the August 2025 NACS Magazine feature “Sipping Smarter: Functional Beverages Are in the Spotlight.”